ETIKA BISNIS DI ERA DIGITAL: TANTANGAN DAN STRATEGI MEMBANGUN KEPERCAYAAN KONSUMEN
DOI:
https://doi.org/10.58268/eb.v5i2.336Kata Kunci:
business ethics; digital ethics; consumer trust; data privacy; dark patterns; algorithmic transparency, Business Ethics; Digital Ethics; Consumer Trust; Data Privacy; Dark Patterns; Algorithmic Transparency.Abstrak
Transformasi digital memperluas akses pasar dan memungkinkan personalisasi layanan, tetapi juga menimbulkan risiko etika yang sering tidak terlihat oleh konsumen, seperti praktik data yang tidak transparan, antarmuka manipulatif, bias algoritma, ulasan palsu, dan klaim hijau yang menyesatkan. Penelitian ini bertujuan mengidentifikasi tantangan utama etika bisnis dalam interaksi digital dan merumuskan strategi membangun kepercayaan konsumen. Metode yang digunakan adalah tinjauan literatur integratif dengan penelusuran terstruktur yang menghasilkan korpus analitis sebanyak 41 sumber yang dapat ditelusuri, terdiri atas artikel bereputasi, buku akademik, laporan resmi, dan regulasi Indonesia. Hasil sintesis mengidentifikasi lima tantangan, yaitu privasi dan keamanan data, dark patterns, bias dan opasitas algoritma, manipulasi ulasan dan pemasaran terselubung, serta greenwashing digital. Praktik etika digital berfungsi sebagai sinyal perilaku yang membentuk persepsi kemampuan, kebaikan hati, dan integritas perusahaan, yang selanjutnya mendasari kepercayaan dan niat hubungan jangka panjang. Lima strategi yang diusulkan adalah privacy by design, transparansi algoritmik yang bermakna, tata kelola data yang akuntabel, internalisasi kode etik digital, dan komunikasi krisis yang jujur. Penelitian ini menyumbangkan model konseptual terintegrasi beserta tujuh proposisi dan indikator implementasi yang dapat diaudit. Penelitian selanjutnya disarankan menguji proposisi tersebut secara empiris pada konsumen digital Indonesia.
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